¿Cómo se puede crear conciencia de marca durante los períodos de crecimiento?

Content Mktg: Craft high informative content to engage & nurture TA. Industry Engagement: Engage in industry events/conf to build connections, enhance brand visibility & generate leads. Strategic Partnerships: Collaborate with complementary businesses to reach/cross-promote. Social Media Strategy: Leverage social media by Content & community. Paid Advertising Optimization: Utilize advertising strategically e.g. lead gen. Website Optimization: Website to be userfriendly with relevant info for user experience. Online Reputation : Monitor reviews, address any negative feedback to maintain a positive reputation & customer trust. Performance Tracking: Track effectiveness of awareness efforts to identify AOI, optimize strategies & maximize ROI.

Begin by identifying core principles that resonate deeply with your team and mission. For example, a tech startup might prioritize innovation, user-centric design, and ethical data use. These values should not only align with internal beliefs but also echo the expectations and needs of your target audience. Market research and customer surveys can provide insights into your audience's values and expectations. Once defined, these values become the guiding principles for all brand communications and decisions, ensuring a consistent and authentic message that resonates with employees and customers. This approach solidifies your brand identity and fosters a strong, relatable connection with your audience.

Craft a compelling and consistent brand story that communicates your unique value. Leverage visual elements, such as logos and color schemes, to enhance brand recognition. Engage with your audience authentically, fostering a community around your brand. Monitor and adapt your brand strategy as your startup evolves, staying relevant and resonant in the dynamic market landscape.

I believe a strong marketer / founder is needed to communicate or spread the word about a new startup. What the company / brand stands for, what is the unique value proposition and how they are going to achieve their vision. I believe you always need a person to carry a brand until the brand or company develops its own culture and values that it will develop itself. For example, before Apple is the Apple of today. Steve Jobs was Apple's voice. Or in the current times, Elon Musk is Tesla's voice. Therefore to be a truly successful brand, it is very important to have a charismatic and well communicated founder or co-founder to be the ambassador of your brand.

In our venture studio, we've seen that defining our brand values and voice around our core principles of human collaboration and innovative technology has been pivotal. This approach not only aligns with our team but also resonates with our clients who value these attributes. By embedding these values in every aspect of our product development and communication, we ensure our brand consistently reflects what we stand for.

Craft a Compelling Story: Develop a narrative that communicates your brand's purpose and values, creating an emotional connection with your audience. Prioritize Simplicity and Innovation: Streamline your messaging for clarity, and consistently innovate to stay ahead in your industry, capturing attention and fostering brand loyalty. Build Experiential Connections: Focus on creating positive brand experiences, whether through exceptional customer service, interactive content, or exclusive events, turning customers into enthusiastic brand advocates.

Quando a empresa está no início, a imagem da empresa se confunde com a imagem do próprio fundador. Isso é compreensível porque o foco do fundador neste momento está voltado ao Product Market Fit do produto, e o fundador acaba explorando seu próprio networking para trazer os primeiros clientes. Porém, é muito importante dar personalidade à marca da empresa, pensar nos atributos que serão um diferencial competitivo e elaborar, mesmo que em uma página, algo bem simples. Penso que definir o ICP (Ideal Customer Profile), delinear bem o produto (funcionalidades, precificação, proposta de valor, apresentação visual e como vai funcionar o atendimento), escolher os canais a serem atacados, decidir a mensagem a frequência são passos fundamentais.

Em um mercado saturado de opções, a capacidade de se destacar e se conectar com seu público-alvo é fundamental. Ao adotar uma abordagem de segmentação de mercado, você pode refinar sua mensagem da marca, aumentar sua relevância e construir relacionamentos mais significativos com seus clientes.

Great insights on the importance of brand clarity before launching your startup! As highlighted in the article, having a clear understanding of what your brand represents and maintaining consistency across all channels is crucial. This alignment not only reflects your mission, vision, and culture but also fosters trust and loyalty among customers, partners, and potential employees. A strong brand foundation is essential for long-term success and recognition in the market.

Talvez o mais difícil no inicio de uma startup seja, justamente, definir seu posicionamento de marca, de conexão com o que ela se propõe a resolver, esse DNA precisa ser transmitido em forma de linguagem e branding. Garantir isso bo início é o caminho para um entrada no mercado alinha a sua missão.

Your network and community is your greatest asset in building brand awareness by the power of 'REFERRALS'. It is the most effective 'LITMUS TEST' for your product & your brand. Here is an example - AirBnB in their early days initiated a host referral program, encouraging hosts to refer new listings.The referral program led to a rapid increase in the number of listings on Airbnb's platform which were CREDIBLE & TRUSTWORTHY for customers. It turned hosts into brand advocates, and created a RELIABLE listings for customers. Airbnb strategically harnessed the power of its existing community to drive brand awareness and growth. Remember, your network is your net worth in the journey of brand expansion

Então, penso que, para lançar uma marca, é importante co-criar com os clientes para criar o pertencimento desde o início. Para que isso seja mais efetivo, do meu ponto de vista, é necessário desenvolver uma coleta e utilização de dados para entender o comportamento das pessoas e já deixar tudo preparado para a utilização da inteligência artificial. Neste caso, muitas empresas acabam por não se preparar para isso desde o início, e o débito técnico fica muito grande, o que às vezes inviabiliza futuramente o processo.

Expanding on leveraging networks for brand growth, a strategic approach is to engage in collaborative projects or partnerships. For example, a startup can partner with a complementary business or influencer in their industry for a co-branded campaign. This doubles the reach by tapping into both networks and enhances credibility through association. A real-world example is a tech startup collaborating on a webinar series with a well-known software company. This partnership showcases your startup's expertise and leverages the established trust and audience of the larger company, significantly boosting brand visibility and credibility.

One of the cheapest and easiest ways is through coffee networking. Show real Impact through use cases with a pilot. Let your work speak for itself. Once demonstrated through any media or channel of marketing, it should spread out but this only works if you have real time results and impact to show rather than just a fancy pitch deck

Encourage user-generated content and testimonials. Create a referral program to incentivize customers, employees, and stakeholders to spread the word. Actively participate in online forums, social media groups, and industry events to engage with your community. Collaborate with influencers or thought leaders to amplify your reach. Consistency is key; maintain active and genuine interactions to strengthen relationships. Monitor social mentions and promptly respond to foster a positive brand image.

Lead with value. The law of reciprocity will allow you to leverage your network in order to continue to build brand awareness. There is nothing more powerful than someone else talking about you. You can only talk about yourself so much.

One of the cheapest and easiest way to build brand awareness is to go into your local community events, or associations of relevance. This is not only a good playground for you to practise pitching your company or it's product. It is also a fantastic way to get feedback from industry peers. Many free events which will let you in and give you free snacks and coffee just to listen to their pitches. The breaks are the best time to promote yourself and your brand. Step by step, and as time goes by, more people will notice your company. Add social media presence and online advertising, your brand will be known in no time.

Our experience has taught us the power of community. By actively engaging with our network and sharing our journey openly, we've built a community that's not just aware of our brand but is a part of our growth story. This approach has been instrumental in spreading the word organically and building a loyal customer base.

About leveraging your existing network to enhance brand recognition! As mentioned in the article, engaging customers, employees, and mentors to share your story and provide testimonials can significantly amplify your reach. Additionally, participating in relevant online and offline communities not only establishes your authority but also fosters credibility and reputation. This proactive approach to building relationships is key to generating word-of-mouth referrals and solidifying your brand's presence in the market.

Uma comunidade forte pode ser essencial para garantir sucesso no longo prazo para uma startup. E existem formas de fortalecer a comunidade, servindo com conteúdo educativo inicialmente, troca de experiências. Usar nossa própria rede no inicio é essencial, para gerar provas sociais, cases, casos de uso e trocas.

Expanding on content distribution, utilizing services like HARO presents a unique opportunity for brand exposure during growth phases. By leveraging HARO, you can offer your branded industry reports to journalists and influencers seeking expert insights in your field. This approach not only positions your brand as a thought leader but also ensures your content reaches a wider, yet targeted, audience. For example, a tech company can share its latest AI industry report with tech journalists on HARO, gaining visibility in prominent tech publications. This strategic placement amplifies brand awareness, as your report provides valuable information to a relevant audience, while being endorsed by credible media sources.

Always add value to your audience. There is so much content, and ironically this entire LinkedIn initiative is fuelled by AI, that when you are your authentic self and brand offering genuine value, that will be everlasting and rewarding.

Com a chegada da inteligência artificial, é possível criar uma máquina de produção de conteúdo bastante efetiva e assertiva. Isso pode ajudar muito no SEO e na geração de conteúdo. No entanto, penso que é muito importante evitar a criação de personas falsas e qualquer outro tipo de fraudes, pois, ao se tornar público, isso acabará com a reputação da empresa e destruirá valor.

Content is king when targeting the right audience. We forget at times that content is nothing without audiences that are hungry for it. While content is being developed, search for the right audience and give them ample space for interaction

Creating unique content that resonates with your audience via blogs, Linkedin, Youtube, newsletters and webinars is the best way for you to build brand awareness. Firstly it will be about yourself and your personal brand. Then it will be about the company you are building. Remember, people trust the person before they trust the company.

Content is more than just a marketing tool for us; it's a way to share our knowledge and journey. We focus on content that highlights our unique approach to product building, like insights from design sprints, which not only educates our audience but also establishes our expertise in the field.

Consistently produce high-quality content aligned with your audience's needs and pain points. Employ a mix of formats to cater to diverse preferences. Leverage SEO strategies to enhance discoverability; use relevant keywords and create compelling headlines. Engage with your audience through social media channels, responding to comments and fostering discussions. Track content performance with analytics, refining your strategy based on insights.

Algo que já experimentei e funciona é trabalhar os conteúdos de acordo com cada etapa da jornada do cliente. Por exemplo, no momento em que o cliente te conhece, você tem pouco tempo para criar interesse e conexão. Aqui a profundidade do assunto não precisa ser grande e sim a relevância do assunto e o gancho para conectar. Após esse primeiro contato através de outros formatos você pode ir aprofundando o assunto. Ou seja, um assunto trabalhado em um período em vários formatos e entregando diferentes profundidades em cada etapa da jornada. Vídeos curtos funcionam para o primeiro gancho, mas construir sua imagem e autoridade precisarão de outros formatos que possibilitem maior profundidade.

Ótimas observações sobre o poder da criação de conteúdo para aumentar o reconhecimento da marca! Como destacado no artigo, produzir e distribuir conteúdo valioso que aborde os desafios dos clientes e eduque seu público é fundamental. Utilizar formatos e plataformas diversas, como blogs, podcasts e mídias sociais, ajuda a engajar efetivamente seus clientes ideais. Além disso, empregar ferramentas de marketing de conteúdo, como SEO e otimização de palavras-chave, aumenta significativamente a visibilidade e o tráfego. Essa abordagem estratégica não apenas mostra sua expertise, mas também fortalece as conexões com sua audiência.

No inicio acho que distribuir conteúdo é uma forma de aparecer para o mercado, até o produto começar a ganhar relevância no mercado. Explorar redes e formatos os mais diversos possíveis pode parecer e é muito desafiador, já que criar conteúdo exige muito tempo e dedicação, mas acredito que seja a única forma de se fazer presente e conquistar uma presença forte e reconhecimento de marca relevante

Building on the idea of experimenting with various channels, it's important to implement a data-driven approach. For example, a startup could launch simultaneous campaigns across platforms like Instagram, LinkedIn, and Google Ads. By setting identical budgets and targeting similar audiences, they can effectively gauge which platform yields the highest engagement and customer acquisition rates. Using tools like Google Analytics or platform-specific insights, startups can track click-through rates, conversion rates, and customer feedback metrics. This comparative analysis identifies the most effective channels for brand awareness.

A/B testing helps identify the most effective strategies. Leverage data analytics to refine campaigns continually. Consider partnerships for broader reach; influencer marketing can be particularly impactful. Customer feedback is invaluable; use it to fine-tune approaches. PR can elevate brand visibility, enhancing credibility. Prioritize channels aligning with your target audience and business objectives.

It is imperative to research the platform of choice in your particular market / country. For example, Japan uses LINE more and the Philippines likes IG and Facebook. For B2B, in western markets like US, UK and Australia uses Linkedin very well. After you target the platforms / channels you want to use, you will experiment with different content and campaigns to see how this resonates with your target audience. You can also engage an agency or content righter. When starting out, it pays to work with a smaller player or solopreneur as they will give their full attention to you. My experience is not to start with a big agency as it is costly and usually when they offer is not effective when you are small.

I'm a big fan of picking a channel and owning it. Create value by creating content. When £6 of ever £10 of startup money gets funnelled back to transactional advertising like Google and Facebook, it is nuts to me that more companies and their people are not out there on TikTok creating content that lasts in perpetuity as an evergreen ad. It's so easy and cheap to do, but consistency is key and rarely to people keep that up. You will never go wrong getting people to talk about something they love to an audience that want to here what they say.

Falar sobre canais hoje é um tema super complexo, pois a variedade é muito grande e a dispersão da audiência é enorme! O ideal é procurar entender em quais canais sua marca pode interagir com os clientes sem criar muitas interrupções. Além disso, saber que cada canal pode ter um papel diferente na jornada do cliente ajuda a aprimorar o mix de mídia. Para alcançar isso, é importante realizar alguns testes e mensurar os resultados antes de investir muito dinheiro.

Just don't stop your experiments in the first place. Double down on them during periods of rapid growth. Although make sure to set strict and healthy boundaries: experiments shall be time bound, the risk shall never be too high at the beginning but can gradually increase along the way.

Sobre a importância de explorar novos canais e estratégias à medida que sua startup cresce! Como mencionado no artigo, experimentar diferentes campanhas de marketing, sejam pagas ou orgânicas, é crucial para descobrir o que realmente ressoa com seu público e se alinha aos seus objetivos. Além disso, utilizar testes A/B, pesquisas e métricas para medir desempenho e ROI é uma abordagem inteligente que pode impulsionar resultados ainda mais eficazes. Essa adaptabilidade é fundamental para o sucesso contínuo de uma marca no mercado.

Any entity that doesn’t evolve is destined to be doomed. Evolution only comes with growth. Growth only comes when you are constantly in touch and close with your users, supporters, stakeholders and audiences (passive).

Regularly assess and update visual elements like logos, fonts, and colors to stay contemporary. Refine brand values and voice to resonate with evolving culture and values. Consider repositioning to maintain relevance and stand out in the market. Ensure changes align with authenticity, strategy, and transparent communication. Engage your audience throughout the rebranding process to maintain trust and loyalty.

Penso que a marca é mais do que um elemento da empresa em si; em muitos casos, é o elemento mais importante. Portanto, ter a consciência de que a marca deve ser tão madura quanto as ambições da empresa e de seus fundadores é crucial. Se você pretende mudar o mundo com a sua ideia, sua marca precisa comunicar isso!

A good / legendary brand always go through many phases or change and growth. Take Coca-cola, the world's most valuable brand for example they have changed their logo, their slogan many times over the last 50 years. While minor changes are good and easily adapted by your customers. My experience is that major changes will be difficult if there are already lots of people know you by your old name. This may be avoided by being more general with your logo and name at the start and don't be too specific. Study the history of famous brands to avoid some mistakes and learn from them. Build your brand with the mindset that it will be the top 10 brands in the world in the future. Then everything will become simpler and easier.

Waste your time updating your logo when you are twiddling your thumbs and rolling in cash. It is all too easy to say 'adapt/evolve or die' but the reality is that the same investment decks startups are told to follow are the ones that do not change their brand. How long did it take for facebook to become meta. And let's not mention 'X' when we all still talk about tweeting. That is brand equity which you should all be building towards rather than flip flopping on logos and 'evolution'.

Ótimas observações sobre a importância de adaptar e evoluir a marca à medida que a startup cresce! Como destacado no artigo, atualizar a identidade da marca—incluindo logotipo, cores e valores—é fundamental para refletir novas direções e atender às necessidades em constante mudança dos clientes. Além disso, o reposicionamento estratégico pode ser essencial para se diferenciar da concorrência e alcançar novos segmentos de mercado. Garantir que essas alterações sejam autênticas e bem comunicadas ao público é crucial para manter a confiança e a lealdade do cliente.

Consistency is the most important part of building a brand. Before you commit to any initiative, be sure that you will have the capacity and resource to sustain it. Many a startup has failed at building their brand because of a lack of consistency. Don’t bite off more that you can chew, less is more.

It will be tempting to share how much you've raised, what accelerator you have been accepted into, who's joined your board, etc. Ignore all of that. Your customers don't give a rip about any of that. Stay focused on what your customers want. That grant you won means nothing to your customer. Be quiet about it, publically. During times of growth, discernment is needed more than ever. If the customer doesn't care about it, don't share about it. So this is the question: Do you know your customer well enough to stick to this kind of discipline?

Unfortunately, many founders fail to understand the importance of building a valuable brand when it comes to brand creation and marketing. A valuable brand educates, inspires, and shares practical and quality content. It does not only try to sell! When you share value and benefits, you create a strong community around you, better position your brand as an expert and reference point in your industry, and build up a base of loyal customers, even before their purchase. This is, for me, the best strategy to build a strong and lasting brand. Hope this helps!

Coerência e Consistência. A construção e fortalecimento da marca será colocada à prova nos primeiros anos, onde o investimento e retorno não costumam andar juntos. Importante ser fiel ao propósito e não cair em armadilhas que podem funcionar no curtíssimo prazo mas podem colocar em risco a sustentabilidade da marca.

My take: it's a marathon, not a sprint. Patience is the secret sauce. I've seen businesses craving instant results, but the real magic happens when you give the process time to simmer. Building brand awareness is like planting seeds - you water, nurture, and wait for that bloom. Sure, quick wins might look tempting, but lasting growth needs a solid foundation. So, embrace the slow burn, tweak your strategies, and watch that brand blossom. 🌱✨ #BrandBuilding #GrowthJourney